South Korea and Singapore tourism boards to co-promote both destinations

The Korea Tourism Organization (KTO) and the Singapore Tourism Board (STB) have signed a two-year Memorandum of Understanding (MOU) to co-promote both destinations, develop tech solutions to benefit our respective industries, and boost bilateral tourism.

Under this partnership, KTO and STB will jointly drive destination and product awareness through marketing and promotional activities to capture pent-up tourism demand as international travel gradually resumes. This includes a new cartoon series, featuring the character “Hojong” from KTO’s set of mascots Kingdom Friends and STB’s “Merli”, which will be officially launched following a successful pilot social media event in April this year. This video campaign will see both characters coming together to introduce attractions from their respective countries.

Both organisations will also support tourism start-ups to develop technologies that will benefit the tourism sector. For example, STB will support Korean start-ups through the Singapore Tourism Accelerator programme to develop quality solutions and pilot them within Singapore’s tourism industry.

Starting November 15, fully vaccinated travellers, who meet the necessary requirements, can now travel between Singapore and South Korea without quarantine under the new Vaccinated Travel Lane (VTL).

To kick off this partnership, KTO and STB will progressively launch familiarisation trips for trade and media partners to promote safe travel between both destinations under the VTL.

Mr Ahn Young Bae, president, Korea Tourism Organization said, “It is especially meaningful to sign this MOU on the same day as the launch of the VTL between South Korea and Singapore. We welcomed visitors from Singapore this morning. I am optimistic that this MOU will play a key role in reviving tourism between both countries, and we are excited to welcome more Singapore travellers to South Korea.”

Mr Keith Tan, chief executive, Singapore Tourism Board said, “South Korea is a key source market for Singapore, and as international travel gradually resumes, we look forward to welcoming South Korean visitors back. We are confident that this partnership with KTO will drive awareness of Singapore’s new and reimagined offerings, expand the capabilities of our industry, and support the overall recovery of our tourism sector.”

The partnership reflects STB’s continued efforts to raise the attractiveness of Singapore to South Korean travellers. Last year, STB and Studio Dragon Corporation signed a three-year partnership to promote Singapore as a destination in South Korea through the production of Korean dramas in Singapore.